Hubungan PR Digital dengan Relawan Inspiratif

Abstract

Abstract. The development of new media encourages social organizations to utilize digital platforms in managing communication and collaboration with volunteers. This study aims to examine the relationship between the digital collaboration of the Village Teaching Public Relations team through Open Registration content on the Instagram account @mengajardesa and @idnvolunteer and the level of participation of volunteers of the Inspirational Tutor Program in the city of Bandung. The research approach uses the positivism paradigm with a correlational quantitative method, while data analysis is carried out through Spearman Rank correlation. Primary data was obtained from questionnaires to 58 prospective volunteers, while secondary data came from literature studies, official documents, and scientific literature. The results showed a significant relationship between the digital collaboration of the Public Relations team and volunteer participation, with a correlation coefficient of 0.813 (p<0.001) indicating a very strong and positive relationship. The better the digital collaboration carried out, the higher the volunteer participation. The test on five sub-variables also showed a significant positive relationship, namely technology integration (rs=0.725), digital communication (rs=0.494), visionary leadership (rs=0.779), virtual collaboration (rs=0.571), and digital work culture (rs=0.614). Of the five aspects, visionary leadership has proven to have the strongest influence on volunteer participation.

Abstrak. Perkembangan media baru mendorong organisasi sosial untuk memanfaatkan platform digital dalam mengelola komunikasi serta kolaborasi dengan relawan. Penelitian ini bertujuan menelaah hubungan antara kolaborasi digital tim Public Relations Mengajar Desa melalui konten Open Registration di akun Instagram @mengajardesa dan @idnvolunteer dengan tingkat partisipasi relawan Program Tutor Inspiratif di Kota Bandung. Pendekatan penelitian menggunakan paradigma positivisme dengan metode kuantitatif korelasional, sementara analisis data dilakukan melalui korelasi Rank Spearman. Data primer diperoleh dari angket kepada 58 calon relawan, sedangkan data sekunder berasal dari studi pustaka, dokumen resmi, dan literatur ilmiah. Hasil penelitian menunjukkan adanya hubungan signifikan antara kolaborasi digital tim Public Relations dan partisipasi relawan, dengan koefisien korelasi sebesar 0,813 (p<0,001) yang  menandakan hubungan sangat kuat dan positif. Semakin baik kolaborasi digital yang dilakukan, semakin tinggi pula partisipasi relawan. Uji pada lima sub‑variabel juga memperlihatkan hubungan positif signifikan, yaitu integrasi teknologi (rs=0,725), komunikasi digital (rs=0,494), kepemimpinan visioner (rs=0,779), kolaborasi virtual (rs=0,571), dan budaya kerja digital (rs=0,614). Dari kelima aspek tersebut, kepemimpinan visioner terbukti memiliki pengaruh paling kuat terhadap partisipasi relawan.